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How to Manage Social Media Without Sleeping w/ your Smart Phone
 

How to Manage Social Media Without Sleeping w/ your Smart Phone

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We all have the same challenge. We want to develop and foster on-line communities that covet our content but may not have the ability to manage it without being on-call 24-7! How do we meet the ...

We all have the same challenge. We want to develop and foster on-line communities that covet our content but may not have the ability to manage it without being on-call 24-7! How do we meet the expectations of our followers and on-line advocates? By Creating de-centralized Community Management Teams that have autonomy to engage! Ultimately, your desired goal should be to have more conversations about your brand on "user ground" than on your "brand ground"- See how the Army Reserve has approached the Community Management Challenge

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    How to Manage Social Media Without Sleeping w/ your Smart Phone How to Manage Social Media Without Sleeping w/ your Smart Phone Presentation Transcript

    • Managing & Sustaining Social Media
      ……Without sleeping with your smart phone!
      1
    • “What if We are Successful?
      Who’s going to help me feed the beast?
      Chief, Public Affairs
      Web Development Team
      (Development, Maintenance & Site Upgrades)
      Digital Strategy Team
      Integration of Social Media into “Outreach”
      Chief Digital/Social Media
      Webmaster/ Content Manager
      Strategy Integration Specialist
      • Daily Site Content Management (Link b/t ours and Subordinate Site Owners)
      • Manages “Distributive Content model”
      • Primary Soft Ware Trainer / Site Certification
      CMD Group Enterprise Leads
      • Develops and implements best practices for platform integration (1.0 and 2.0)
      • Helps Synchronizes efforts across all activities & Campaigns and Directorates
      “Distributive CRM model”
      (Empower “Enterprise Leads/ Staff” to help Manage Communities, Foster Interaction & Promote Advocacy)
      • Empowered to answer questions/ provide content
      • Developing a network of “on-line advocates” outside of your organization
      • Adopt user generated feedback to improve the organization
      Go from Social Marketing…to Social Buisness by empowering users to be “change agents”
      2
    • Integration Leads to a3
      (Awareness, Activity & Advocacy)
      On-Line Media
      • Coordinated & Created by Army Assets & Traditional Media
      Content is “adopted” & Shared via “On-Line Advocates”
      Linked to Web &
      Promoted thru
      Social Media Sites
      Interaction Creates both Leader &
      “User Generated Content “
      Media Adopts Content
      Followers interact
      w/ Resources
      3
    • Family Resources
      USAAC/ARNG Related Sites
      Promotional/
      Campaign
      Related Sites
      Educational /Business
      partners
      Drive to Web?
      OCPA/ USAAC Driven
      Passion Point/
      Key Interest
      Driven
      MyArmyReserve
      My Army Reserve
      @MyArmyReserve
      OCPA
      Related
      Sites
      usar.army.mil
      Brand Ground
      Reserve
      Resource
      Sites
      MyArmyReserve.com
      Veteran Organizations
      Common Ground
      Drive to “User Ground”
      Target /Audience
      Segment Driven
      User Ground
      4
    • MyArmyReserve Social Media Analytics
      Facebook Demographics Age/ Gender/ Location
      Additional Notes: (Over Last 30 Days)
      • Daily Active Users (anyone interacting w/ or sharing content ) =3,502 per day
      • Equals over 100K active users over 30 Days
      • Impressions(combination fans and non-fans who’ve viewed a news feed from page) = 35,232 per day- Not unlike a magazine or TV Ad
      • Equals over 1 million per month
      • 95% of lifetime followers are active in a 30x Day period
      • Age and Gender :
      • Majority of Audience (3 of 4) are b/t the ages of 18 & 44 – Positive note for force sustainment (large majority are of service age)
      • Roughly 40% female- Positive note b/c of both force diversity & that “mothers” are key influencers (particularly in African-American Community)
      • Room for Growth: Influencers b/t 45-54- Business Owners and Community Leaders
      • Geographic Location:
      • Vast Majority (92%) are from U.S. (including PR)
      • Good for Eligibility purposes (assumption based on information available)
      • Room for Growth: Soldiers Stationed Overseas (PS Market in Theater)
      *Note: While there is no analytical way to determine affiliation w/ military (Soldier or family member) anecdotally the estimate is about 70/30 Soldiers & Families to Civilians)
      Way-Ahead: Strategic Growth thru Marketing at outreach events, promotion thru traditional media, and “On-Line Advocates”
      5
    • Conclusion
      Build Your Plan…
      Build Your Brand…
      Engage!
      Build Your Team…
      6